Official certified partners of Google & Meta
Solaray is the official distributor of an American vitamin and supplement brand in Ukraine. Sales are online only, with no offline stores or intermediaries. The client came to Labgramm for full management of paid advertising in Meta Ads and Google Ads to increase sales through ad channels.
At the start of the collaboration, the situation was complicated by several factors at once.
- The website ran on Wix — a platform with limited e-commerce capabilities, where it's hard to customize product pages, checkout and analytics.
- Analytics tracking on the site was partially disabled due to previous sales tracking failures, which made it difficult to accurately assess ad performance.
- A significant share of cash-on-delivery orders were abandoned at checkout.
- Before us, some of the campaigns had been run by another agency.
- Losing users at checkout
Regardless of channel and traffic quality, users consistently dropped off at checkout: they added a product to the cart, started checking out and left. We found that the problem was systemic and related not to the ads, but to the website itself: product pages looked like a wall of text with no clear structure of benefits, and the Wix checkout was hard to fine-tune.
The team gave the client specific fixes and made a well-argued case for moving to a different e-commerce platform. The client agreed, and their own specialist migrated the site (the process took about two months). Immediately after the new site was released at the end of April, the metrics of both channels grew many times over, which confirmed our hypothesis.
- Technical barriers in the product feed
When connecting the catalog to Meta and Google Merchant Center, parsing errors occurred because of hidden characters and HTML tags in product descriptions, as well as required field rules. The team iteratively found and eliminated the sources of errors until the feed passed validation completely.
- Google ad disapprovals
The client's domain was twice restricted from serving ads on suspicion of policy violations. We filed appeals and communicated with Google support to restore the campaigns.
- Restrictions on UGC content
Much of the existing influencer UGC couldn't be used in ads because the rights hadn't been secured. So we recommended commissioning original UGC based on detailed briefs and using content with an expert who was comfortable appearing in ads.
What the Labgramm team did
After auditing competitors, the target audience and the ad account, we built separate strategies for Meta and Google for the first month.
We then launched and consistently tested different formats: canvases, catalogs, banners, static cards with prices and UGC videos based on our own briefs — including with a “chemist” expert. We also built retargeting campaigns for users who added a product to the cart or started checkout but didn't complete the purchase.
In addition, we set up and maintained the product feed for Meta Catalog and Google Merchant Center, solving technical parsing issues: hidden Unicode characters, HTML tags in descriptions and required field rules.
To track results, the team introduced weekly and monthly reporting, as well as cohort analysis of the customer base to assess audience quality and repeat purchases.
Results
- ROAS in the Google channel grew several times over after the move to the new platform and has stayed consistently profitable — before the migration, the channel was barely breaking even
- ROAS on Meta grew significantly in the first weeks after the new site's release — in the vast majority of weeks, campaigns remain profitable
- CPA on both channels dropped noticeably after the site optimization compared to the initial period
- The hypothesis that the main funnel barrier was the website, not ad quality, was confirmed — removing this barrier delivered a multifold improvement without changing the budget
- A regular reporting process and customer base cohort analysis were set up, giving a transparent picture of audience retention and repeat purchase quality
In competitive e-commerce niches, conversion problems can depend critically on the website platform, product page structure and checkout usability. Classic ad optimization won't solve this — you need to diagnose the entire ad funnel and the site's CRO.
That's why at Labgramm we look at ads and the website as a single system and don't stop at optimizing the ad account if we see that the main barrier lies elsewhere. The Solaray case is clear proof that sometimes the most important decision for growing sales lies outside the ad budget.
